Kathleen Keesling

Six members of the executive board resigned in April of 2012, citing irreconcilable differences between them and SaVoA’s founding father.

On hearing the news, I was stirred but certainly not shaken. To me, the real news was how the worldwide voice-over community responded. The overall reaction can be summarized in two words:

“So what?”

Of course a few inner circle members -sorry, make that “certificate holders”– reacted as expected by telling their version of the break-up. And yet again, thousands of voice actors answered silently in unison and said:

“Who cares?”

If a tree falls in a forest and no one is around to hear it, does it make a sound?

You see, in the five years of its existence, SaVoA managed to attract and accredit a whopping 170 people, and it never became the organization it set out to be. Instead, it was regarded by some as an old-boys network.

The idea was to bring together a group of voice artists who had proven to their peers that they could provide “vocally and technically proficient, broadcast-quality voice over services” and who would “conduct business in such a way that it enhances the profession as a whole.”

Apart from a few discounts on trainings and gear, accredited members received a SaVoA certificate and a seal that could be displayed on websites and business cards. Like the Good Housekeeping seal, it was meant to reassure prospective clients that they were about to hire an established, highly qualified voice talent.

Upon seeing the seal, most clients said:

“What the heck is that? Just because some unknown body has accredited you, doesn’t mean you’re a good fit for the job. Let me hear your demo. You’re a voice-over. Words speak louder than actions.”

Many colleagues responded the same way. Why would an experienced talent even need to be accredited? Paul Payton:

“My accreditation is 24 years in the VO business, 22 without a back-up job, working with great clients including many who bring me repeat business. If a certificate works for someone, great; for me, every check I cash is an accreditation. Color me grateful.”

“How good are standards that can be easily faked? What good is legal gobbledygook to a consumer who hired a SaVoA talent, only to find out that they didn’t have a phone patch, the editing was horrible, the sound sucked because they had a -40dB noise floor… and couldn’t work after 5 pm EST because they had a day job?”

The SaVoA certificate still hangs on Danish voice talent Jacob Ekström‘s wall. Even though SaVoA as we know it is no more, he believes it’s useful to set standards.

“Certification in general is not a new thing, and in an industry like ours where clueless noobs armed with a $20 RadioShack microphone can build a website and/or sign up to a p2p-site and think they can compete with VO-veterans with $10.000 studios, it certainly could be an asset to voice seekers with limited time to listen through 500+ auditions or demos. But alas, not if they don’t know what it means, and I guess this is where SaVoA failed.”

“As a well-established talent you can always argue “Sheesh, why would I need this, a $75 badge on my website isn’t going to get me more gigs anyway!” – and that’s true. But for the remaining 90% of us, just maybe it could. Mind you, the original idea was NOT to build a “boys club” – it was to make the industry better, not only for our clients, but more importantly for ourselves.

Having a SaVoA badge on your website should be something everyone should want to strive for, not because it looks good, but because it means you’re serious and you want your clients to know. And yes, we all know you don’t need a $75 badge to actually be serious, but all the $20 microphone guys who clutter the p2p-sites do not, and, apparently, neither does the industry. And that’s why I feel it’s a damn shame SaVoA never made an impact.”

Audio producer, script writer and voice actor Matt Forrest has a different take on the viability of a professional organization for voice actors:

“Unless the standards or code are adopted by an organized group (like a union or SaVoA) and used – and promoted – for the benefit of its members, I’m not sure what good any of it would do. Being individual contractors, we all know how we want to treat our customers and our craft, but getting everyone to abide by them would be like trying to herd cats.”

Dan Lenard is one of the former members of SaVoA’s executive board. He strongly believes the voice-over community has to have a SaVoA type of organization:

“We have common needs. We need to come together in an organized manner to harness this energy that has created this unique virtual community, and work together to deal with the unique marketing, legal and technical issues involved, along with the socially isolating nature of our trade.”

OUT OF THE ASHES

Together with other ex-SaVoA directors, Dan has been building a new and more transparent voice-over organization, modeled after a Trade Association. It was incorporated on April 25th 2012, and it was launched a day later. It’s called the World-Voices organization. Lenard explains:

“It’s an organization founded and funded by businesses that operate in a specific industry. An industry trade association participates in public relations activities such as advertising, education, and publishing, but its main focus is collaboration between businesses, or standardization. Many associations are non-profit organizations governed by bylaws and directed by officers who are also actual voting “members” of the association, not just certificate of Accreditation holders.

This is a model that makes sense for us, the independently based freelance voice artist, here and now. To have an individual competitive advantage we need to have agreed standards of business to strive for. Marketing wise, legally and because of the new territory of being able to produce quality audio at home, Accreditation of technical skills based on the reality of today’s digital marketplace, not outdated, obsolete broadcasting standards.”

“Our founders are Dustin Ebaugh, Dan Lenard, Chris Mezzolesta, Robert Sciglimpaglia, Andy Bowyer, “Kat” Keesling, and myself. All are SaVoa ex-patriates. With certain obstacles out of our way, we’ve been able to organize, conceptualize, implement, and carry-out an amazing array of technical, foundational, and legal collaborations in just a matter of days.

The newly established World-Voices Organization will actively work to promote certified members to potential voice seekers through its website and in an aggressive marketing campaign. Materials explaining a proposed structure will be posted on our website.”

And what do I make of this?

If teachers, lawyers, roofers and even DJ’s see value in building a business organization with a code of conduct and professional standards, I see no reason why voice-overs should not follow in their footsteps.

I am in favor of defining criteria for excellence and ethical behavior. It’s important to create programs that will further our field and promote professionalism. Let’s show the outside world what being a voice-over pro entails!

We have a vibrant, supportive and growing community. It’s time to take ourselves and our line of work seriously. If we don’t, no one else will and we’ll forever be known as a bunch of bickering amateuristic blabbermouths.

We need and deserve this professional organization for ourselves, and to help the outside world separate the wheat from the chaff.

Now, to make sure that good people with good intentions will fail, you and I will only have to do one thing:

NOTHING

It’s very easy to stand on the sidelines and ridicule, criticize and discourage the efforts of a few. It takes no commitment whatsoever. It’s safe, it’s lame and it’s lazy.

I’d like you to consider this.

SaVoA did not fail to grow because the founder had no vision. The fact that SaVoA wasn’t thriving cannot be blamed on directors supposedly sitting on their behinds. Most of them worked their butts off!

The way I see it, SaVoA failed because part of the voice-over community paid lip service to the organization (VO’s are good at that), but never invested in it. The other part looked at it from a distance and said:

“Whatever”

Existing members did not succeed in making the organization relevant. Some of them adopted a wait-and-see attitude and vented their frustration that nothing was happening.

THE FUTURE

Many will look at World-Voices and ask themselves this question:

“What will I get out of it?”

Those who are primarily focused on themselves ask that question all the time. If that is going to be your approach, I predict that this new association of voice over professionals will die a quick death.

This is not going to be a ME-ME-ME organization. This is a WE-organization, working to benefit our entire community and beyond.

DISCLOSURE

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